Search And Social: The Definitive Guide To Real-Time Content Marketing

Leverage and implement search and social media together in real-time to win the hearts and wallets of customers. Search and Social is a detailed, hands-on guide to building a successful real-time content marketing platform. Real-time content marketing is the emerging practice of using both search marketing and social publishing tactics in real-time to help your audience find you, and you find them, in order to attract and engage customers and ultimately increase revenue. It requires both traditional SEO publishing and social engagement principles, and most importantly, it requires the marketer to be active and present in a digital world that keeps going 24/7. This book shows you how to develop, implement, monitor, and optimize strategies and tactics for developing a strategic plan that encompasses content, platform, and community management, emphasizing the interdependent elements of search and social together. This book is a must-read for SEOs, social media marketers, content marketers, Internet marketing practitioners, marketing executives, and CMOs. SEO and social media can no longer operate in silos, as each discipline is now reliant on its counterpart to achieve its greatest potential. The bottom line is that social marketers must understand search marketing and SEO to extend the value of their efforts, and search marketers must understand social to succeed in becoming more visible. 'Search and Social' cuts to the chase and shows you the exact areas where search and social overlap, and how this synergy creates the imperative for marketers to shift to a real-time and participatory approach with their publishing efforts. Real-time marketing and publishing leverages social and search strategies and technologies, but also emphasizes the element of being present in your marketing efforts, in a digital world where your customers never sleep. The book includes details on the combined 'search and social' elements of blogs, video, images, forums, keyword research, market research, press releases, social copy writing, content strategy, social media platforms, schema.org, among others. Some of the new topics discussed include the share graph, 2nd-tier search visibility, recency as the new relevancy, social relevancy, the living natural language of search and social users, establishing authority and trust, connectedness, acting authentically, and participatory publishing techniques.